Cialdini et al. (1976) (SAQ)

Question 1

aim

Answer 1

to demonstrate social comparison by investigating the role of social identity in self-esteem

Question 2

method

Answer 2

recording what type of clothing students in a college campus wear the day after their football team has won/lost a game against rival school

students also asked for their opinions of the team’s performance

Question 3

results

Answer 3

more likely to wear uni clothing after victory than loss, referred to basking in reflected glory
also when talking about the team after they won, use pronoun we and lost them

Question 4

conclusion

Answer 4

identifying with a group can boost one’s self-esteem and when that group seems weak, an individual might isolate themselves from it because it damages self-esteem
= social identity plays an important role in social comparison

Question 5

key terms

Answer 5

self-esteem
social identity theory (social categorization, in group, out group, social comparison)
social identity